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The Effect of Website Characteristics and Online Service Quality of Kidult Online Shopping Mall on The Reliability and Repurchase Intention  

Lee, Sang Won (Hoseo Graduate School of Venture(Venture Management))
Kim, Hong Keun (Hoseo Graduate School of Venture(Venture Management))
Publication Information
Asia-Pacific Journal of Business Venturing and Entrepreneurship / v.14, no.4, 2019 , pp. 161-178 More about this Journal
Abstract
The purpose of this study is to analyze the effect of characteristics of the online shopping mall website and the service quality factors required on the online service on the reliability and repurchase intention. Through this, the key customer response service and operation management strategy can be proposed for the growth of kidult online shopping mall which is continuously spreading. Also, implications for development direction can be suggested. For this purpose, the ES-QUAL and E-Rec-S-QUAL factors proposed by Parasuraman et al.(2005) were set as independent variables, as well as professionalism, diversity, playfulness, and personalization, and website reliability as a mediating factor, and repurchase intention as a dependent variable. For the analysis, a structured questionnaires survey was conducted to 200 domestic online shopping mall users. The main results are as follows. First, the professionalism, personalization in the characteristics, and service quality factors had positive effects on website reliability. Second, playfulness, personalization in the characteristics, and service quality factors had positive effects on repurchase intention. Third, website reliability had a positive effect on repurchase intention. Fourth, website reliability was found to mediate the relationship between predictive (independent) variables and dependent variables. The above results show that if a professional online shopping mall is equipped with online service quality and establish personalization through enhancing the professionalism, the online shopping mall can form a website reliability and expect to build continuous relationship with customers. In addition, implications can be suggested for future customer response service and operation management strategies.
Keywords
Kidult; professional shopping mall; online service quality; website reliability; repurchase intention;
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